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A The streetwear brand is facing sharp criticism for its decision to launch a line of hoodies riddled with dummy bullet holes and sporting the name of schools renowned for their mass shootings.
Shown this week at a fashion show in New York as part of the Bstroy Spring 2020 collection, the sweatshirts were posted on Instagram by the company and worn by Columbine, Marjory Stoneman Douglas, Sandy Hook and Virginia Tech.
Kyle Kashuv, a survivor of the 2018 shootout at Marjory Stoneman Douglas High School, where 17 of his classmates died, responded, "I would just like to say what's wrong with you. fucking to monetize a shootout in a school. repugnant."
An Instagram user whose biography indicates that she is currently a student at Marjory Stoneman Douglas wrote, "I see you look at what happened in our school as a" joke, "but there is nothing funny to lose 17 lives. Your parents must be so proud!
Another apparent survivor added, "The death of my fallen comrades should not be a decent fashion statement."
The Vicki Soto Memorial Fund, created in the honor of a deceased teacher during the shooting at the Sandy Hook Elementary School in 2012, said: "What you do here is absolutely disgusting, hurtful, unfair and disrespectful."
"You will never know what our family has lived after Vicki's death by protecting his students," the text adds.
Bstroy founder Brick Owens posted a note on Instagram saying "Sometimes life can be painfully ironic".
"Like the irony of violent death in a place that you consider a safe and controlled environment, like the school. We are reminded all the time of the fragility, brevity and unpredictability of life, but we also remember its infinite potential, "reads the note.
The series' photos posted on Instagram by the company drew the eye of hundreds of other users who piled on the clothing company.
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